The Key to Multi-channel Marketing by Augustine Fou 2014

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Traditional forms of ads like TV, print, newspapers, and radio are great for branding and awareness. Digital tactics are mainly for performance and direct response.

Traditional forms of ads like TV, print, newspapers, and radio are great for branding and awareness. Digital tactics are mainly for performance and direct response.

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  • 1. Augustine Fou- 1 - The Key to Multi- channel Marketing is... Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com May 2014
  • 2. Augustine Fou- 2 - Author’s Commentary The key to successful and optimized multi-channel marketing campaigns is using each channel in the optimal way – for example, TV is great for mass awareness (branding) while digital tactics generally are more performance-like. That’s what I mean by “left-side” is for branding and “right- side” is for performance.”
  • 3. Augustine Fou- 3 - The Grand Digital Canyon Traditional • TV • Magazines • Newspapers • Radio Digital • Search • Social • Mobile • Video Metric: Size of Audience Metric: Actions of Users
  • 4. Augustine Fou- 4 - Left-side Right-side branding performance “Soup and Soda” “Cars and Computers” • Low cost • Low complexity • Low consideration • High cost • High complexity • High consideration Metric: Size of Audience Metric: Actions of Users
  • 5. Augustine Fou- 5 - Traditional vs Digital
  • 6. Augustine Fou- 6 - TV is $69B Digital is $48B TV vs Digital Ad Spend TV DigitalPrint Radio Out-of-Home $8 (5%) Other $2 (1%) $75 billion 42% $43 billion 24% $32 18% $17 10% Display $8 billion 19% Search $18 billion 43% Video $3 (7%) Mobile $4B$3B display search 17% Other $5 11% Lead Gen $2 (4%) • classifieds • sponsorship • rich media Source: IAB Full Year 2013 report Augustine Fou- 6 - branding performance
  • 7. Augustine Fou- 7 - 1st screen 2nd screen 3rd screen • Television • Magazines • Newspaper • Radio • Display Ads • Search Ads • Search Optimization • Email • Social Media Marketing • Mobile Marketing awareness consideration choice purchase advocacy • In-store The Marketing Continuum branding performance
  • 8. Augustine Fou- 8 - TV/Display Ads - Awareness 0% 20% 40% 60% 80% 100% Email Mobile App Direct Mail SMS Text Message Website Social Media (not paid) Search Radio Print Ads Online Display Ads Social Display Ads TV Greeter (Awareness) Influencer (Consideration) Closer (Decision) Source: Experian Marketing Services March 2014 Sorted by Greeter (Awareness)
  • 9. Augustine Fou- 9 - Site/Email - Decision 0% 20% 40% 60% 80% 100% Social Media (not paid) Online Display Ads Social Display Ads Radio Print Ads TV Search SMS Text Message Direct Mail Mobile App Email Website Greeter (Awareness) Influencer (Consideration) Closer (Decision) Source: Experian Marketing Services March 2014 Sorted by Closer (Decision)
  • 10. Augustine Fou- 10 - Digital DR vs Branding by Industry 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Direct Response Branding Direct response vs branding by industry Travel is heavily DR while entertainment is mainly branding branding direct response
  • 11. Augustine Fou- 11 - Within the Digital Channel
  • 12. Augustine Fou- 12 - Ad spending in the U.S. Source: IAB Full Year 2013 reportIn 2013 Performance 65% CPM/Impressions 33% Hybrid/Other 2% Digital is Performance Augustine Fou- 12 -
  • 13. Augustine Fou- 13 - Within The Digital Channel Display and social (display) are for awareness Search (organic and paid) are most useful just before the decision to purchase. Source: Google Think Insights branding performance Display ads (social, mobile) Video ads (desktop, mobile) Consumer Reviews Search Ads Organic Search Lead Generation Twitter Ads
  • 14. Augustine Fou- 14 - According to a recent Social Media Marketing University survey of more than 1,000 marketing professionals in the U.S., brands are mostly using Twitter to spread brand awareness. Surprisingly, driving sales is not nearly as important to marketers. Twitter is for Awareness
  • 15. Augustine Fou- 15 - Video Ads for Branding Source: BrandAds, Nov 2013
  • 16. Augustine Fou- 16 - Social Media for Lead Gen Source: Econsultancy Sept 2013 via MarketingCharts
  • 17. Augustine Fou- 17 - Paid Search for Sales Source: Econsultancy Sept 2013 via MarketingCharts
  • 18. Augustine Fou- 18 - Dr. Augustine Fou – Marketing Consigliere “I advise clients on optimizing advertising across all channels. Offline channels are great for branding while digital channels are mainly for performance/direct-response.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  • 19. Augustine Fou- 19 - Related Articles Augustine Fou- 19 - http://www.slideshare.net/augustinefou/why-digital-tactics-kick-traditional-tactics-in-cost- effectiveness http://www.slideshare.net/augustinefou/why-users-interact-with-ads-by-augustine-fou http://www.slideshare.net/augustinefou/video-ads-vs-tv-ads-by-the-numbers-comparison-by- augustine-fou http://www.slideshare.net/augustinefou/mythbusting-tv-advertising-by-augustine-fou http://www.slideshare.net/augustinefou/digital-channel-comparison-for-customer-acquisition- by-augustine-fou http://www.slideshare.net/augustinefou/branding-dollars-shift-from-tv-to-digital-video-by- augustine-fou http://www.slideshare.net/augustinefou/digital-ad-spending-branding-vs-direct-response-by- augustine-fou